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The purpose of this paper is to evaluate how consumers simultaneously process multiple cues for different dining occasions when making a restaurant decision.

This paper investigates the influence of priming (review prototype), effort (distance) and involvement (occasion) on restaurant evaluations, willingness to drive and willingness to pay for a restaurant meal. A 2 (prototype: negative, positive) × 2 (distance: close, far) × 2 (occasion: casual, special) between-subjects factorial design was used.

The paper finds that each variable influences a different outcome, whereby people rely on a review prototype for restaurant evaluation and choice, a distance cue for willingness to drive and a dining occasion for willingness to pay.

This paper suggests that restaurant marketers can highlight exemplary service through online reviews, increase profitability by promoting special occasions and geographically expand their market by attracting people to drive for a special dinner.

This paper evaluates the simultaneous interactive effects of multiple cues in service settings. It demonstrates that situational cues moderate the effect of primary cues in online reviews.

Whilst the impact of motives on sports attendance has received due scholarly attention, one context that appears to have been overlooked is the growing trend towards playing domestic league fixtures in an international setting. The purpose of this paper is to address this oversight by exploring how four different categories of motives distinguished attendees from non-attendees for an Australian Rules football game played in New Zealand.

A stadium-intercept method at a St Kilda home game was used for the purposes of data collection. In total, 2,000 survey invitations had been distributed. Of these, 381 usable online surveys were received. The resulting data were analysed using structural equation modelling.

This study found that the lower fans’ expectations of their team winning, the less likely they were to travel internationally to watch their team play. Furthermore, it also support that sport tourism is influenced not only by the event itself but also non-event attractions offered by the host destination image.

The limitation applies to the research context in which the respondents were selected from one of the two competing teams.

This study confirms the importance of “special occasion” and highlights that an Australian Football League game played in New Zealand on ANZAC Day should continue to serve as a special occasion due to the historical significance of that day.

The results from this study confirm the importance of adding a fourth category of motives – contextual factors – to the existing list of push, pull and sports motives. The findings also support the obvious distinction between attending a domestic event vs attending an international one.

The purpose of this research is to develop a better understanding of emotional brand attachment by examining two of its antecedents: external emotional brand connections and emotional intelligence.

Data were collected using survey methodology (n = 419), and the hypotheses were tested by using a structural equation modeling (SEM) approach.

Findings reveal that emotional intelligence is positively related external emotional brand connections (i.e. connecting a brand to important people, events and experiences in memory) which, in turn, has a positive influence on emotional brand attachment. Findings also show that emotional brand attachment is positively related to brand purchase intentions and brand attitudes.

This research shows that both external emotional connections and emotional intelligence are important antecedents of emotional brand attachment, even after controlling for different types of brand use (social and special occasion brand use) and product category. Other control variables, such as brand characteristics, are not examined.

The findings suggest that brand managers can enhance emotional brand attachment by helping consumers establish external emotional brand connections.

This research addresses a gap in previous research by examining antecedents of emotional brand attachment. The findings showcase that emotional intelligence is an antecedent to external emotional brand connections and emotional brand attachment. This research also goes beyond the loyalty focus of previous research to show that emotional brand attachment has an impact on general purchase intentions and brand attitudes.

The aim is to investigate the choice and experience attributes of core – sweet (cookie) and savoury (cracker) – biscuits of a high premium, luxury or indulgent nature to investigate the possible opportunity for organic or other more healthily perceived product option developments.

The approach taken is a qualitative focus group study involving a series of core user adult consumer groups, aged between 25 and the late 1960s, in a southern county of the UK.

The adult consumption of biscuits involves a process that aspires towards an overall “better‐life”, sensual experience by momentarily escaping the everyday realm and aiming to emulate either a perceived “real” or a mythical, largely past‐related style of existence. This is often associated with meanings inherent in the terms “natural”, “rural”, “home‐baked” and “traditional” as well as “elegant” associations and production and selling agency values around small or local, pre‐modern source structures. Organic labelling is found to have a negative “horn” effect to buyers by countering other desired associations.

The study used a small sample in the county of Dorset in the south of England, but these are implications for new product development and marketing of luxury snacks.

Alternative areas of marketing focus to rational appeal are suggested that could help promote healthier biscuit choice options.

Irrational ideal and unreal aspects of consumer appeal are found to feature the creation of imagined or re‐created “moments of perfection” in a process of cognitive suspension.

The aim of this study is to identify perceptions, attitudes and behavior of young adults concerning wine consumption, using the “theory of planned behavior” as a theoretical framework.

The aim of this study is to identify perceptions, attitudes and behavior of young adults concerning wine consumption, using the “theory of planned behavior” as a theoretical framework.

The major findings are that attitudes and subjective norms are, apparently, the components with most influence on behavior of young people in relation to wine consumption. For the consumers group, attitudes seem to be the most crucial component, especially the “interest in alcohol”. They drink it in special occasions for sociability and to disinhibit. Regarding the non-consumers group, the main attitude is “dislike taste”. Also the subjective norms, are very present, especially parents, society, friends and publicity, in consumers group. The non-consumers have the perception of greater parental induction to not consume wine. No significant differences were found between gender or educational system.

Concerning the results, a limited, convenience sample, was employed and this is assumedly an exploratory study. Therefore the results cannot be considered to represent a broad section of the groups studied. Still sample related, only Portuguese young adults students were studied.

This research can contribute not only for the knowledge relating to Portugal as a wine consuming environment but also to the general area of attitudes and perceptions of young people towards moderate wine consumption. As today young adults, novice or potential wine consumers will be the next generation of wine consumers, it can be beneficial for wine marketers to focus on this target population aiming at exploring further their engagement with wine.

This research has an originally approach to wine consumption by young adults once it focus and explore the non-problematic behavior of young adults about wine consumption. The results of this study can contribute to the development of targeted advertising and publicity of the wine industry, in order to promote moderate wine consumption among young adults.

The paper intends to enrich the set of national contexts used so far in studies about gift‐giving. It also intends to test the unique explanatory power of the dimensions of egalitarianism.

The study uses a survey methodology with an Israeli sample.

The results suggest that egalitarianism affects gift‐giving behaviors only for females and anniversary presents.

The research is not cross‐cultural per se. Thus, further research is needed in nations that are maximally different from the USA and Israel on their cultural dimensions.

Strong social norms about gift‐giving “protocol” may override the effect of egalitarianism attitudes on gift‐giving behavior. Thus, marketers can benefit greatly from creating, nurturing, and promoting ritualistic and structured gift‐giving situations.

The paper examines gift‐giving in Israel, a culturally different setting than the USA and other developed nations. It also extends the use of gender‐role attitudes, especially egalitarianism, as a predictor of gift‐giving behaviors.

The purpose of this paper is to address the issues of luxury gift giving and the giving of luxury wines as gifts from a conceptual perspective.

The article considers the OA (aesthetic and ontology) model as proposed by Berthon et al. that permits the integration of various conceptualisations of different authors in the area of luxury branding. The model offers a typology of luxury brands that draws on Heidegger's theory of arts and Whitehead's process philosophy. This means that one can differentiate luxury brands along two dimensions: aesthetics and ontology.

The paper contends that the four modes as set out in the AO model of Berthon et al. can be used as a typology of luxury wines, from both gift giving, and gift receiving, perspectives.

Luxury wine marketers can make use of the proposed typology to target wine gift givers effectively, by understanding where on the proposed matrix both the giver and the receiver are positioned. The four modes that emerge can be seen as different target markets, with different motivations and different behaviors with regard to luxury wines as gifts.

By applying the OA model to luxury wines and specifically to the giving and receiving of luxury wines, this paper offers wine marketers the insight to formulate different marketing mix strategies based on the different target markets that emerge from the proposed model.

The purpose of this paper is to test Luna and Gupta’s (2001) investigative framework on the interaction of cultural values and consumer behaviour by conducting a cross-cultural comparison of young wine consumers’ interpretation of images of champagne and sparkling wine. The research examined consumer responses to the images through the prism of the relationship between symbolism, ritual and myth, as well as other related values.

In a series of focus groups with consumers from four anglophone countries (the USA, New Zealand, Australia and the UK), six images of champagne and sparkling wine were used as stimuli to encourage affective and cognitive perspectives on the topic.

Overall, the UK market showed distinct differences from the other markets, due very much to its cultural context. The UK consumers valued traditional advertising; focused mainly on the product itself; and did not associate champagne with fun. Respondents from the New World focused on the general impression of the image and on enjoyment and fun associated with consumption of champagne and sparkling wine.

The most crucial implication of this research is the cultural variation in consumer perceptions of champagne and sparkling wine and the impact that it has upon marketing strategies on how to market this product category to younger consumers in different markets.

This research contributes to the study of cultural values and consumption behaviour, as well as image effectiveness in forming perceptions of the product category.

The purpose of this study is to offer a better understanding of contemporary consumer behaviour. This study relates to the complex and value-laden phenomenon of “gift-giving” from the perspective of bicultural consumers. The focus was on the gift-giving practices of Chinese immigrants in Canada within both their current and their past residencies (Canada and China, respectively).

Conceptual guidelines for this study embodied the gift-giving conceptual framework of Sherry (1983) and Chinese cultural values on gift giving (Yau et al., 1999). A qualitative research study was implemented. Specifically, in-depth interviews with Chinese immigrant women mainly from the Greater Toronto Area (GTA) in Ontario, Canada, offered empirical evidence relating to the gestation stage of gift giving.

The findings indicate the complexity of acculturation in gift-giving practices. In terms of gift-giving occasions, Chinese immigrants in Canada, for the most part, adopted the Canadian gift-giving occasions. However, the important role of ethnicity in decision-making is found through their strong sense of differentiation between Chinese and Canadian gift receivers. The results also indicate some Chinese cultural values such as relationship, reciprocity and group orientation as being still important in shaping gift-giving practices, even after immigration to a new country quite distant from the homeland. One cautionary note is that some cultural values such as relationship can be common to both Chinese and Canadian cultural groups.

This research was conducted mainly in the GTA in Ontario, Canada. Future studies could address other large Canadian cities with significant bicultural Chinese populations such as Vancouver in British Columbia and Motreal in Quebec.

This research extends the knowledge of bicultural consumers by examining the evolving gift-giving practices of Chinese immigrants living in Canada. A good understanding of the cultural values important to bicultural consumers will help marketers to efficiently and effectively allocate their marketing resources in attracting these niche consumers.

This study has contributed to the broader field of marketing research. Specifically, the current study offers the importance of understanding values transference of bicultural consumers and their behaviours in integrating into the mainstream gift-giving cultural context.

This study has contributed by offering evidence of how a minority consumer group formed complex acculturation realities within a gift-giving consumption context. This contribution can be counted as a step towards theoretical advancement in the field of acculturation and of understanding bicultural consumers.

As a supply chain management initiative, category management has to date been the almost exclusive preserve of the grocery sector and, within that sector, limited to food categories. This paper proposes that the fashion industry might usefully follow the grocery industry's lead and implement category management. A comprehensive review of the literature on category management highlights the opportunity for fashion marketing to consider the potential of category management, and the specific research gaps. In operationalising the subsequent research objectives, the paper reports the results of exploratory, in‐depth consumer research for a particular category of intimate apparel. The managerial implications of these findings are then discussed in the context of the established eight‐step category management process. The overall tentative conclusion of this study is that as a consumer‐oriented joint planning tool, category management offers retailer‐supplier partnerships in the fashion industry an important adjunct to the industry's quick response methods. The paper closes with an agenda for future research.